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Showing posts from June 8, 2017
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How a degree in theology led to a career in marketing for Slack’s top marketer

Slack’s head of global marketing came to her career in an unusual way. Unlike many marketers who hold business and marketing degrees, Kelly Watkins earned degrees in theology from Abilene Christian University.When asked about her start in marketing, Watkins said she is fascinated by the ways people build systems that help them understand the world. For anyone who uses Slack, Watkins has found a near-perfect environment for understanding how people work and the business-communication systems they create.In her role at Slack, Watkins leads all aspects of the brand’s product, platform and growth marketing, as well as overseeing its advertising, events and editorial efforts. Right now, Watkins says her team is focused on Slack’s international expansion — aiming to grow its usage beyond the current 40 percent of Slack users who live outside of the US.“I’m most excited about this because we have the opportunity to stretch ourselves and think creatively about how we extend the Slack brand in…

The brand safety problem is bigger than the news cycle — and so are the solutions

Brand safety has become the central theme for digital marketers in the first half of 2017. Ever since advertisers began yanking their ads from YouTube earlier this year (what amounted to 5 percent of its total advertisers), all corners of the digital ecosystem took notice.When brands like Mercedes started pulling their dollars from Fox News’s “The O’Reilly Factor” in the wake of the sexual harassment scandal, it became clear that the issue of brand safety was more than just another controversy confined to digital marketing, and that the topic was going to last beyond the fleeting memory of a 24-hour news cycle.Brand safety is much bigger and deeper than can be possibly addressed in a single spring, a single news cycle, or even a single era of marketing. Adjacency and context are today and have always been spotlight issues to ad-supported media, regardless of the media format or the technology used to monetize it. This is a structural problem of paid media, to which there are no quick …

Shopify’s business assistant bot Kit is now free to merchants

If you’re one of the 400,000 or so merchants on Shopify, you now have a free virtual employee.The e-commerce platform is announcing this week that Kit, its bot marketing assistant, is now available at no charge. Previously, Kit’s going rate had been $10/month.In April of last year, the Ottawa-based Shopify bought privately-owned Kit CRM, which had been founded in 2013. Merchants can converse textually with Kit on Facebook Messenger, SMS or Telegram, with “yes” being all that is needed for Kit for act on any of its recommendations.[Read the full article on MarTech Today.]

via Marketing Land

KLM now offers flight help via Twitter and WeChat bots

It’s not difficult to imagine that, within a few years, many common business tasks and customer service requests that can be handled entirely online will be conducted by an intelligent bot.Case in point: KLM has launched bots for Twitter and WeChat. And they are fluent in 10 languages.The Dutch airline says this is the first integration of Twitter Direct Messages into a global airline’s online checkout process and the first airline bot for WeChat outside of China. KLM also offers a similar bot on Facebook Messenger, where it says it was the first airline to do so.[Read the full article on MarTech Today.]

via Marketing Land

LiveRamp adds people-based search targeting to IdentityLink

Let’s say you’re a Honda auto dealer in Boston, and you want to target some of your previous and current customers with a new sale of Honda CRVs.One way is via Google AdWords, since you can show an ad for your sale, along with the results for searches like “Honda CRV” or “new car sales,” for people in New England.Using Google Customer Match, you can also target your previous and current customers, if you have their Gmail addresses and they are logged into that Gmail at the time of the search. Google can also sometimes match the customer to a Gmail address if you enter another email address for that customer.But some car customers don’t provide their email addresses, so as to avoid spam. Or they might provide, say, an email address that Google can’t handle. That means that only part of the Honda dealer’s customer relationship management (CRM) data can be utilized for AdWords targeting via search.That’s a use case for LiveRamp’s new people-based search targeting for its IdentityLink, an…

Using Latent Semantic Indexing to boost your SEO strategy

SEO is an ever-changing, expansive science that is often hard to understand.You know that you need specific keywords to boost your website traffic, but we’re about to throw another curveball at you – latent semantic indexing (LSI).It sounds like a complicated term, but if you understand how basic SEO works you’re already halfway there. Below I’ll explain not only what this means but also how you can use it to help boost your SEO strategy and grow your business.What is Latent Semantic Indexing? How does it help SEO?Latent semantic indexing is a concept that search engines like Google use to discover how a term and content work together to mean the same thing.In other words, in order to understand how LSI works, you need to understand that search engines are smart enough to identify your content’s context and synonyms related to your keywords.However, without LSI keywords it takes the search engines a lot of effort to look for these synonyms and the relation of your keywords to the cont…

What marketers need to know about the Apple WWDC announcements [Podcast]

Browsers have become a battleground for ads, and Apple announced its latest salvo this week at their annual WWDC (Worldwide Developers Conference): Safari will soon begin limiting third-party ad trackers from following users around the web. (Google made headlines recently with its announcement that “annoying” ads will be blocked in its Chrome browser.) Apple also shared plans to have Safari block autoplay videos by default — a move that could have significant impact on video ads.In this week’s episode of our Marketing Land Live podcast, we discuss the Safari announcements and explain how they could impact the digital advertising landscape. We also talk about Apple’s announcement of HomePod, its new, in-home speaker/assistant that will compete with Amazon Echo and Google Home — even though Apple seemed to purposely downplay that competition.This week’s show runs 35 minutes. You can listen here or use the link below to subscribe via your favorite podcast service.We invite you to subscri…

Marketing Day: Apple’s Intelligent Tracking Prevention, Instagram Story ads & Facebook Canvas ads

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:The next tech innovation to help marketers engage live audiences: Voice
Jun 7, 2017 by Malcolm Cox
Columnist Malcolm Cox believes audio and voice recognition devices are set to become a marketer’s best friend, helping to target consumers as they’re actively considering what to purchase.How Apple’s Intelligent Tracking Prevention works & why Google/Facebook could benefit most
Jun 7, 2017 by Ginny Marvin
The new solution has a 24-hour window that gives highly trafficked properties an even bigger advantage over third-party ad tech.Beyond SEO: Managing the management
Jun 7, 2017 by Casie Gillette
You may be an SEO guru, but how are your people skills? Columnist Casie Gillette makes the case that it’s important to know how to deal with people and provides tips for doing so effectively.Beginners’ guide to Bing Ads management
Jun 7, 2017 by John L…

The next tech innovation to help marketers engage live audiences: Voice

Which technological innovation could make the biggest difference to marketers’ lives in the next year?Google CEO Sundar Pichai wrote in a blog post last year:The last 10 years have been about building a world that is mobile-first, turning our phones into remote controls for our lives. But in the next 10 years, we will shift to a world that is AI-first, a world where computing becomes universally available — be it at home, at work, in the car, or on the go — and interacting with all of these surfaces becomes much more natural and intuitive, and above all, more intelligent.Today, you can’t get away from voice recognition devices, whether it be Siri or Alexa. Lucky for you, there’s much evidence emerging to suggest that audio and voice recognition devices could become a marketer’s new best friend, finding the contexts where consumers are actively engaging in purchasing decisions.Context is back in vogueContext is nothing new, and brands have always been concerned about the company they k…

How Apple’s Intelligent Tracking Prevention works & why Google/Facebook could benefit most

Apple has announced that the next desktop version of Safari in macOS High Sierra, coming out this fall, will include Intelligent Tracking Prevention, an initiative designed to beef up Apple’s efforts to block third-party trackers from capturing cross-site browsing data for ad targeting purposes. What has become clear the more I learn how Intelligent Tracking Prevention works is that it will give Google and Facebook an even bigger advantage over third-party ad tech players.That’s largely the result of the 24-hour window built into Intelligent Tracking Prevention.A blog post by Apple WebKit security engineer John Wilander explains that Intelligent Tracking Prevention builds on Safari’s existing default blocking of third-party cookies and “reduces cross-site tracking by further limiting cookies and other website data.”Intelligent Tracking Prevention collects statistics on “resource loads as well as user interactions such as taps, clicks, and text entries” and groups those statistics by t…

Beyond SEO: Managing the management

As search marketers, we face many challenges as part of our job. We’re tasked with bringing in more traffic, more leads, higher rankings, better links and improved sales. Reaching these goals is challenging, but it’s the reason people pay us money in the first place.However, there is another challenge we face that is just as difficult to address, if not more: people. And it turns out, even after 13 years in the industry and 35 on earth, I still haven’t figured them out. I thought it would be easier!What I have figured out is that there are certain challenges that arise more frequently than others, including things like employee turnover, management changes, executive requests and more. These types of things can have a drastic impact on any program, especially for agencies, and without being properly prepared to address them, you increase your risk of losing the client.To help ensure you’re prepared the next time one of these “people” challenges arise, I’ve put together a few tips on m…

Beginners’ guide to Bing Ads management

You’re in business to reach as many people in your target market as you can, right? That means you should explore a variety of marketing channels.One of those channels is Bing Ads.Bing often gets a bad rap because it’s viewed as “the other search engine.” That doesn’t mean that it doesn’t have any users, though.Currently, Bing takes about 7 percent of the worldwide search engine market share, including over 20 percent of US desktop search market share. That’s a lot of market share you’re throwing away if you ignore it.The good news, though, is that you don’t have to ignore it. Bing offers its own pay-per-click (PPC) marketing service that’s very similar to Google AdWords.Here’s what you need to know about running ads on Bing.Note: This is a beginners’ guide; it is meant for people doing Bing pay-per-click for the first time. Starting is easy: Just create an accountBefore you can start running ads on Bing, you’ll first need to create an account. Fortunately, that’s pretty easy to do. J…